Meet Elizabeth Reddin, Founder & Director of The Dog Institute of Williamsburg
As a longtime Williamsburg resident, Elizabeth has deep community ties and over 15 years of experience helping new parents of puppies and dogs. After securing her certification through the Dog Training Internship Academy (DTIA), she launched The Dog Institute of Williamsburg in 2018. Along with teaching pet parents how to raise well-behaved pups through positive reinforcement, The Dog Institute provides opportunities for dogs and puppies to socialize through drop-off “play and train” programs.
 
What Were Elizabeth’s Key Challenges?
Due to pandemic restrictions, Elizabeth moved from site-based training to offering private virtual lessons. As she planned to transition to a blended model in a post-COVID environment, she felt uncertain about the financial impact of changing her offerings. She also needed help adding eCommerce capabilities and increasing her overall profitability.
 
How Did TAP Help?
TAP consultants Tasha Kewalramani and Alison Schlesinger compiled financial information to gain a better understanding of the business, both pre and post-COVID. They analyzed Elizabeth’s pricing compared to her competition and uncovered opportunities to reduce costs like rent and other supplies. The consultants also reviewed The Dog Institute website and mapped out an enhanced site structure to incorporate eCommerce capabilities. Elizabeth received an action plan complete with supporting tools and detailed next steps.
 
Where is She Now?
Elizabeth is more knowledgeable about her financial position and understands how to make business decisions with the bottom line in mind. Most notably, TAP used data Elizabeth had collected from competitors to guide her pricing strategy, allowing her to be more in line with the marketplace and maintain her client base. Armed with a fully developed eCommerce plan and refined hiring strategy, Elizabeth is excited to start selling products on her website, hire a new employee and implement some of Tasha and Alison’s other recommendations. She now feels better equipped to advance her business.

Meet Daysi Briones, owner of IQ Contracting, Inc. & Associates
Daysi Briones, originally from Peru, always dreamed of running her own business. While working as a real estate agent she developed a passion for remodeling, which grew stronger as she watched her father and brother working in the construction industry. With $5,000 and the help of the NYC Women Chamber of Commerce,  Daysi started her own contracting business. She constantly works to prove herself in this male dominated industry.

Business Challenges Lead IQ Contracting to TAP
Daysi turned to TAP to help her revamp her proposal process and better track her finances to increase profitability. She also needed help outlining both short and long term goals to navigate the uncertainty that Covid brought.

How did TAP Help?
TAP consultants Natalia Alarcon and Laura Stobbe helped IQ Contracting analyze finances on a per project basis. To ensure Daysi more accurately quoted jobs going forward, they reviewed costs from previous projects and studied competitors. They developed an estimation process that was clear to customers, aligned with industry standards and allowed for profit. The TAP team also helped Daysi determine revenue levels needed to satisfy her monthly expenses. They worked collaboratively with Daysi’s new accountant to categorize her expenses more thoughtfully and coached her on the best types of hires to help her with administrative tasks.

Where is Daysi now?
Daysi now has better tools to price jobs appropriately and the confidence to push her business to the next level. She added four full-time employees, three independent contractors and an administrative assistant. She also plans to hire an operations manager so that she can focus on sales. IQ Contracting transitioned out of her home office to a new rented space, and has secured some new clients, with a new focus on the private business space. Daysi utilized an SBA loan to purchase a new truck and new computer. With new financial awareness and a fighting spirit, Daysi is prepared to take advantage of the post-Covid recovery and realize her dream of making IQ Contracting a strong, profitable business.

From seedbeads to symbols to semi-precious stones, Bead Everything offers customers all of the resources they need to create and style beautiful pieces of jewelry.  In 2016, Owner Debbie Daum took her shining passion for gemology one step further and opened Bead Everything, a full-service bead store in White Plains, New York.  Offering all types of beads, gemstones, and raw materials, her store attracts both novice and professional jewelry designers alike.  Not only does Bead Everything have the materials to do-it-yourself, but it also offers beautiful finished pieces and jewelry-making classes.
 
Why did Debbie need TAP?
Debbie was looking to expand her customer base, update her website and explore new marketing tactics.  With the goal of increasing revenue, Debbie also wanted to determine whether or not she should invest in a POS system.  As a result of COVID-19 restrictions, fewer people were visiting the store, having an effect on revenues, but also giving her more time to make strategic changes for the future.
 
How did TAP help Debbie and Bead Everything?
TAP consultants Laurie Medvinsky and Stephanie Bettis worked closely with Debbie to implement several changes to maximize efficiency.  The consultants made recommendations around her different customer segments. They encouraged Debbie to target new customers, while improving marketing efforts to leverage her existing loyal base.  They also offered ideas to increase website functionality for ecommerce transactions. To improve operations, Laurie and Stephanie helped Debbie compare different POS systems, and assisted her in evaluating her cash flows. 
 
Where is she now?
As a result of TAP’s engagement, Debbie was given a better idea of what needed to be prioritized. She purchased Clover, a POS system, to better track customer purchases and inventory. She began utilizing "grab and go" kiosks to move out older inventory and is watching her expenses more carefully. Her client base has increased as more people have discovered the store through classes in waist beads and jewelry made by her new wire artist.  Debbie is increasing social media activity and using virtual guest artists and craft shows to attract customers across the country to her products. She now has a roadmap to direct her efforts going forward. Debbie’s determination and creativity combined with TAP’s professional expertise helped Bead Everything position for growth in the future.

Since the age of six, Kyra Johnson has danced with elite schools including The Dance Theatre of Harlem, Alvin Ailey, Joffrey, and Steps on Broadway. In order to share her lifelong love of dance with others, “Ms. Jay” opened the New Beginnings Performing Arts Studio in 2009, offering dance and performing arts instruction to children, adolescents and adults. The studio focuses on retaining students throughout their progression with learning options ranging from walk-in classes to residency programs (pre-COVID). A recipient of the 2018 Woman of Excellence Entrepreneurial Award, Ms. Jay is a community leader creating mentorship opportunities for college students, fighting childhood obesity, and providing scholarships and other programs to support underprivileged youth.
 
How Did COVID Impact New Beginnings?
The COVID crisis had a devastating impact on the performing arts industry. The shut-down meant lost customers and declining income for the studio.  Kyra prepared to offer virtual classes and invested in screens and cameras for the studio, but she was unsure of how to market it to new and existing clients.
 
How Did TAP Help?
TAP consultants, Paula Hernandez Rios and Souha Alameddine, assessed Kyra’s revenues and expenses to determine how to price her classes and calculate the number of enrollments she would need to ensure profitability. They also created a monthly cashflow tracker, and trained Kyra how to use it to make more informed business decisions. To strengthen digital marketing efforts, the consultants conducted a customer segmentation analysis, delivered a social media toolbox, helped with website improvements and coached Kyra on the use of social media analytics. TAP also offered information on grants and other business resources to provide additional financial relief.
 
Where is She Now?
New Beginnings Performing Arts Studio has an increased social media presence, resulting in improved brand awareness and new clients. Course offerings now include a robust mix of virtual and in-person classes. Most importantly, Kyra feels better equipped to run her business. She has a clearer understanding of New Beginnings’ key differentiators, as well as competitor products and pricing, and she confidently reviews her cash position on a regular basis.

As a NYS Licensed Massage Therapist and Psychic Medium, Alyse Shyne realized her dream of being an entrepreneur and opened a three story, chic wellness and healing spa with all female service providers. Located in White Plains, NY, The Healing Collective provides wellness treatments and contains an elegant boutique which offers leisurewear, oils and energy crystals. It also delivers a welcoming community with a focus on 360 Health, as well as diverse and alternative services.
 
How Did COVID-19 Impact The Healing Collective?
The pandemic devastated The Healing Collective’s business, which relies heavily on in-person services and sales. Not only was Alyse burdened by fixed expenses, but she had also recently signed a five-year lease for the three-story building and needed to quickly pivot to cover the mounting costs. Concerns were also rapidly growing around her lack of a structured strategy for marketing, customer acquisition and social media.
 
How Did TAP Help?
TAP consultants Jenny Carragher and Anna Denysenko developed recommendations for prioritizing Alyse as a landlord, to cover her lease obligations, and utilize excess capacity of unused treatment rooms. The consultants also assessed current rental income and inventory to maximize THC revenue. Lastly, they helped develop a robust marketing program and tailored customer acquisition plan.
 
Where is She Now?
The Healing Collective is open once again, with increased customers and revenue! Motivated by TAP’s support, Alyse has added a new tenant and is almost at full capacity. She has also begun using Shopify to assist with her e-commerce business and has seen a consistent increase in revenue each month. Most importantly, Alyse is running her business with renewed energy and confidence as the number of COVID-19 cases continues to decline. She is equipped with new business tools to guide her through the next year

Leni, a lighting design expert with over twenty years of experience, has won several awards for her ability to “transform the night”. She believes lighting can change the way people and cities operate after daytime hours. Her dazzling displays and strategic use of light have enabled many to see the “other side of day” in a whole new way. 

Why did Leni seek TAP’s help?

Leni came to TAP because she needed help leveraging her international reputation to restart her urban lightning business, Leni Schwendinger Light Projects. She wanted to consolidate her product offerings into one strong brand and develop a marketing plan to identify new clients, forge strategic partnerships and generate revenues.

How did TAP help?
TAP consultants Susan Berman and Pam Miner helped Leni develop a plan to expand her customer base and identify potential partners. They suggested targeting local governments, businesses and commercial property owners. They also recommended changes to her website so clients could better visualize the creative possibilities she could implement for personal and public spaces. Susan and Pam also aimed to increase income by helping Leni prioritize short term opportunities like speaking engagements, podcasts and her innovative Nightseeing™ program. 
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Where is Leni now?
With limitations on travel and cancellation of in-person events imposed by COVID, Leni is focused on offering virtual speaking engagements about nighttime lighting. These are helping build her brand and provide a steady source of income.  As many activities have been forced outdoors, she is capitalizing on the increased need for, and value of, purposeful urban lighting. Leni is excited to use her knowledge and creativity to increase safety and security, stimulate economic growth, improve public health, and increase social interactions into the night hours for cities around the world.

Cheryl, a mindfulness expert and instructor, and Stephanie, a business and operations professional, combined forces to create Pause to be Present, an oasis of calm located in Mamaroneck, New York. The meditation studio is an open community centered on finding physical and mental calm, greater balance, better health and happiness. 

How did COVID impact their business?
When Covid hit, Pause to be Present had to close their physical studio.  The founders needed help making decisions about the future of their business and what reopening would look like. They had questions about their optimal service mix, and other necessary changes they needed to make to operate during the pandemic. 

How did TAP help?
TAP consultants Natsuko Murakami, who has a background in finance and operations, and Claire Shields, who has expertise in project management and communications, worked with Cheryl and Stephanie to adapt their existing business and expand their offerings to corporations and other organizations. 

The consultants analyzed client surveys and the customer database to help define the Pause to be Present brand and gain insight into the competition. They suggested focusing on corporate clients which would add more sessions, and to leverage existing connections to gain new patrons. And, they helped the studio target their marketing towards these new goals. They also reorganized the company’s financials to better identify revenues and costs associated with different services.
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Where are they now? 
Cheryl and Stephanie decided to temporarily close the physical studio, but the virtual studio is brimming with offerings. There is unlimited access to daily live streaming meditations, an on-demand video library and many workshops. 
The business retained 100% of existing corporate customers and added many new clients, including a major organization and a school community.  Program offerings include mindfulness workshops, support sessions and guided meditations, all designed to support people in managing the changed environment. Pause to be Present has adapted to a new reality and has provided a rare spot of calm to help many others navigate the challenges of living in a pandemic.

Meet Sandra Mathis, Owner and Founder of Grace Kelli Cupcakes 
Sandra always loved to bake. She grew up in Waycross, North Carolina where she shadowned her grandmother in the kitchen and learned how to put a Southern spin on various recipes. Sandra brought that passion to NYC where she opened Grace Kelli Cupcakes (GKC), specializing in baked goods and Southern-style meals. Sandra’s ambition was evident in the many hours she devoted to perfecting her recipes and chocolate-dipped treats. 

How did COVID impact Sandra’s business? 
When the pandemic forced Sandra to shut down, GKC’s future was uncertain. New orders dropped to zero. Sandra worried how she would earn enough money to support her family. 

How did TAP help Sandra and Grace Kelli Cupcakes? 
Immediately, TAP consultants Rachel Dugoff and Mary Beth Minton helped Sandra apply for small business loans and grants to offset lost revenue; they then worked with GKC over a four-week period to stabilize and adapt her business. During that time, Rachel and Mary Beth helped Sandra brainstorm innovative product ideas suited to the new consumer landscape. They encouraged Sandra to network with other minority-owned businesses and expand GKC’s reach through an enhanced social media presence. Sandra’s passionate commitment combined with TAP’s professional expertise and empathetic support allowed GKC to stay afloat and plan for a successful future. 

Source: 1 Yelp Local Economic Impact Report (Sept 2020)

The couple are the founders of Cornbread 26 Food Co, a catering company that aims to elevate comfort food classics with creativity and unique touches. They began with a few cornbread recipes, including their now famous Cornbread Madeleines, and evolved to offer specialities like lobster waffle nachos and a variety of crostini. With no formal training, Craig learned the trade through cookbooks, TV shows and instructional videos, and his determination landed him as a finalist on the very first season of Master Chef (USA). Claude always loved cooking and developing new recipes, and his career as a NYC Jazz performer often inspires his creations.
 
How did Covid impact Cornbread 26?
Craig and Claude, like many in the food services industry, watched their business come to a complete standstill when the Covid 19 pandemic hit the New York area. Suddenly they had no events to cater and were left wondering how they would make ends meet.
 
How did TAP help?
TAP consultants, Victoria Drozdov and Susan Berman quickly began brainstorming with Cornbread 26. Victoria offered her deep knowledge of operations and strategy. Susan contributed her many years of experience as a successful entrepreneur and an editor at Food and Wine magazine. The consultants encouraged Craig and Claude to reach out to old customers and to find new ones by improving their online presence. They ran through pricing exercises to determine which business segments were most profitable, and gave them suggestions for new product offerings and packaging concepts.

Where are they now?
Cornbread 26 has received orders from Apple Stores and one customer ordered 3,900 Cornbread Madeleines. They have been able to resume catering small parties and weddings and have positioned themselves to service corporate lunches when employees return to the workplace.
 
It is clear that Craig and Claude’s hard work and determination, combined with high quality guidance from TAP, will continue to fuel their recovery and future success.